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No crying fowl as Chicken sees impressive growth


Chicken continues with impressive value and volume growth as reported in the latest Meat, Fish and Poultry (MFP) figures from Kantar Worldpanel for the 12 weeks ending 22nd May 2016.  Nathan Ward, Business Unit Director for MFP explains “The Chicken category has been stimulated by price reductions bringing in nearly half a million more shoppers over the period, whilst existing shoppers are buying more often”. Chicken Legs and Whole Birds are driving the growth in promotions, whilst Breasts are responsible for half the volume growth in Chicken.

Ward continues “Beef volume growth has accelerated as shoppers buy more often, driven by younger families”. Mince has seen significantly increased activity through price reductions, which are appealing to these younger families.

Chilled Fish continues to perform strongly, with the biggest sector, Natural, driving growth. The performance of Natural  is driven by more shoppers and buying more often. Shellfish is bucking the deflationary trend with value growing ahead of volume, as price promotions on more premium products contribute to value growth.

Lamb and Pork continue to see depressed volumes, as do the traditional BBQ staples of Sausages and Burgers. Will an improved weather forecast for June and July help stimulate these categories?

With so many BBQ products having been launched recently, we look forward to seeing the positive effect of our Summer weather reflected in our next update in 4 weeks.

No crying fowl as Chicken sees impressive growth


Nathan Ward

Business Unit Director


+44 (0) 208 967 4432

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